Definition of Values

Our definition of values is straightforward:

Values are the “sacred” core convictions that employees have about how they must behave themselves in the fulfillment of the organization’s mission.

Also on this page, here below you can read over 40 examples of corporate values – enjoy.

To read about values as a leadership tool, take a look at our value based leadership page.

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Definitions and Examples in alphabetical order

Definition of values according to 3M

3M's sustainability policies and practices are directly linked to our fundamental corporate values:

  • Act with uncompromising honesty and integrity in everything we do.
  • Satisfy our customers with innovative technology and superior quality, value and service.
  • Provide our investors an attractive return through sustainable, global growth.
  • Respect our social and physical environment around the world.
  • Value and develop our employees' diverse talents, initiative and leadership
  • Earn the admiration of all those associated with 3M worldwide.

    Definition of values according to Alcoa

    Integrity: Alcoa’s foundation is our integrity. We are open, honest and trustworthy in dealing with customers, suppliers, coworkers, shareholders and the communities where we have an impact.

    Environment, Health and Safety: We work safely in a manner that protects and promotes the health and well-being of the individual and the environment.

    Customer: We support our customers' success by creating exceptional value through innovative product and service solutions.

    Excellence: We relentlessly pursue excellence in everything we do, every day.

    People: We work in an inclusive environment that embraces change, new ideas, respect for the individual and equal opportunity to succeed.

    Profitability: We earn sustainable financial results that enable profitable growth and superior shareholder value.

    Accountability: We are accountable – individually and in teams – for our behaviors, actions and results.

    Definition of values according to American Express

    Customer Commitment: We develop relationships that make a positive difference in our customers’ lives.

    Quality: We provide outstanding products and unsurpassed service that, together, deliver premium value to our customers.

    Integrity: We uphold the highest standards of integrity in all of our actions.

    Teamwork: We work together, across boundaries, to meet the needs of our customers and to help the company win.

    Respect for People: We value our people, encourage their development and reward their performance.

    Good Citizenship: We are good citizens in the communities in which we live and work.

    A Will to Win: We exhibit a strong will to win in the marketplace and in every aspect of our business.

    Personal Accountability: We are personally accountable for delivering on our commitments

    Definition of values according to Anheuser-Busch

  • Quality in everything we do
  • Exceeding customer expectations
  • Trust, respect and integrity in all of our relationships
  • Continuous improvement, innovation and embracing change
  • Teamwork and open, honest communication
  • Each employee's responsibility for contributing to the company's success
  • Creating a safe, productive and rewarding work environment
  • Building a high-performing, diverse workforce
  • Promoting the responsible consumption of our products
  • Preserving and protecting the environment and supporting communities where we do business

    Definition of values according to Avaya

    Customer Value. We deliver unparalleled value to our customers.

  • Only by serving our customers well do we justify our existence as a business.
  • We view our success as dependent on our customers' success, both now and in the future.

    Accountability. We keep our commitments to our stakeholders.

  • We earn the confidence of our stakeholders by acting with integrity and behaving ethically.
  • We do what we say we will do.

    Diversity. Our value as a company is realized by recognizing the value of each individual.

  • We embrace diversity as a competitive advantage essential to our success.
  • We are a global company in every sense - geographically, strategically and culturally.

    Innovation. We embrace change, for ourselves and for our customers and partners.

  • We foster creativity, innovation and risk-taking that will enhance shareholder value and improve our customers' businesses and our own.
  • We use technology as a strategic tool.

    Velocity. We win by combining speed and direction.

  • Our sense of urgency is manifested in timely, customer-focused execution.
  • We understand that the best decisions balance thoughtfulness and speed.

    Definition of values according to Avery Dennison

    Integrity: Communicate openly and honestly and build relationships based on trust, respect and caring.

    Service: Satisfy our customers every time.

    Teamwork: Work together effectively to achieve our goals, while encouraging individual contribution and responsibility.

    Innovation: Nurture and support creativity and the development of new ideas, products and processes.

    Excellence: Improve our performance continuously and strive to be the best in everything we do.

    Community: Conduct our business as responsible members of the communities in which we operate.

    Definition of values according to Avon

    The Five Values of Avon: Trust, Respect, Belief, Humility, and Integrity

    Definition of values according to Ben & Jerry’s

    Capitalism and the wealth it produces do not create opportunity for everyone equally. We recognize that the gap between the rich and the poor is wider than at anytime since the 1920's.We strive to create economic opportunities for those who have been denied them and to advance new models of economic justice that are sustainable and replicable.

    By definition, the manufacturing of products creates waste. We strive to minimize our negative impact on the environment.

    The growing of food is overly reliant on the use of toxic chemicals and other methods that are unsustainable. We support sustainable and safe methods of food production that reduce environmental degradation, maintain the productivity of the land over time, and support the economic viability of family farms and rural communities.

    We seek and support nonviolent ways to achieve peace and justice. We believe government resources are more productively used in meeting human needs than in building and maintaining weapons systems.

    We strive to show a deep respect for human beings inside and outside our company and for the communities in which they live.

    Definition of values according to Boeing

    Leadership: We will be a world-class leader in every aspect of our business — in developing our team leadership skills at every level; in our management performance; in the way we design, build and support our products; and in our financial results.

    Integrity: We will always take the high road by practicing the highest ethical standards and by honoring our commitments. We will take personal responsibility for our actions and treat everyone fairly and with trust and respect.

    Quality: We will strive for continuous quality improvement in all that we do, so that we will rank among the world’s premier industrial firms in customer, employee and community satisfaction.

    Customer satisfaction: Satisfied customers are essential to our success. We will achieve total customer satisfaction by understanding what the customer wants and delivering it flawlessly.

    People working together: We recognize that our strength and our competitive advantage is — and always will be — people. We will continually learn, and share ideas and knowledge. We will encourage cooperative efforts at every level and across all activities in our company.

    A diverse and involved team: We value the skills, strengths and perspectives of our diverse team. We will foster a participatory workplace that enables people to get involved in making decisions about their work that advance our common business objectives.

    Good corporate citizenship: We will provide a safe workplace and protect the environment. We will promote the health and well-being of Boeing people and their families. We will work with our communities by volunteering and financially supporting education and other worthy causes.

    Enhancing shareholder value: Our business must produce a profit, and we must generate superior returns on the assets entrusted to us by our shareholders. We will ensure our success by satisfying our customers and increasing shareholder value.

    Definition of values according to BP

    In all our activities we seek to display some unchanging, fundamental qualities – integrity, honest dealing, treating everyone with respect and dignity, striving for mutual advantage and contributing to human progress.

    Definition of values according to Border’s Group

  • Leadership
  • Results orientation
  • Respect
  • People development
  • A positive workplace
  • Customer service

    Definition of values according to Chevron

  • Integrity
  • Trust
  • Diversity
  • Partnership
  • High Performance
  • Responsibility
  • Growth

    Definition of values according to Colgate-Palmolive

    Caring: The Company cares about people: Colgate people, customers, shareholders and business partners. Colgate is committed to act with compassion, integrity and honesty in all situations, to listen with respect to others and to value differences. The Company is also committed to protect the global environment and to enhance the communities where Colgate people live and work.

    Global Teamwork: All Colgate people are part of a global team, committed to working together across countries and throughout the world. Only by sharing ideas, technologies and talents can the Company achieve and sustain profitable growth.

    Continuous Improvement: Colgate is committed to getting better every day in all it does, as individuals and as teams. By better understanding consumers' and customers' expectations and continuously working to innovate and improve products, services and processes, Colgate will "become the best."

    Definition of values according to Dell

    Customers: We believe in creating loyal customers by providing a superior experience at a great value. We are committed to direct relationships, providing the best products and services based on standards-based technology, and outperforming the competition with value and a superior customer experience.

    The Dell Team: We believe our continued success lies in teamwork and the opportunity each team member has to learn, develop and grow. We are committed to being a meritocracy, and to developing, retaining and attracting the best people, reflective of our worldwide marketplace.

    Direct Relationships: We believe in being direct in all we do. We are committed to behaving ethically; responding to customer needs in a timely and reasonable manner; fostering open communications and building effective relationships with customers, partners, suppliers and each other; and operating without inefficient hierarchy and bureaucracy.

    Global Citizenship: We believe in participating responsibly in the global marketplace. We are committed to understanding and respecting the laws, values and cultures wherever we do business; profitably growing in all markets; promoting a healthy business climate globally; and contributing positively in every community we call home, both personally and organizationally.

    Winning: We have a passion for winning in everything we do. We are committed to operational excellence, superior customer experience, leading in the global markets we serve, being known as a great company and great place to work, and providing superior shareholder value over time.

    Definition of values according to Dow Chemical

  • Integrity
  • Respect for people
  • Unity
  • Outside-in focus
  • Agility
  • Innovation

    Definition of values according to Eastman Kodak

    All of us at Kodak work from a set of core values, and we're proud to say that our resulting personal conduct allows for an environment that is free from inappropriate pressures and diversions.

    We show respect for the dignity of the individual. And in the process, we value and champion our human differences. This helps us maintain the diversity of our workforce.

    We uphold uncompromising integrity. We demonstrate honest, ethical behavior in all transactions, placing the success of our business and its people ahead of any personal gain.

    We give and receive unquestionable trust. We work in an environment in which we can trust one another and share information freely, thereby doing our jobs to the very best of our abilities.

    We prove and maintain constant credibility. By consistently delivering on our commitments (and even admitting to the occasional mistake), we earn the credibility of those around us.

    We support continual improvement and personal renewal. Varied opportunities for individual learning and growth allow us to achieve the world-class expectations of our publics.

    We recognize and celebrate achievement. We welcome opportunities to openly celebrate individual and team achievements, and congratulate those contributing to Kodak's success.

    Definition of values according to Ford

    Our business is driven by our consumer focus, creativity, resourcefulness, and entrepreneurial spirit.

    We are an inspired, diverse team. We respect and value everyone's contribution. The health and safety of our people are paramount.

    We are a leader in environmental responsibility. Our integrity is never compromised and we make a positive contribution to society.

    We constantly strive to improve in everything we do. Guided by these values, we provide superior returns to our shareholders.

    Definition of values according to GE

    While GE has always performed with integrity and values, each business generation expresses those values according to the circumstances of the times. Now more than ever the expression and adherence to values is vital.

    More than just a set of words, these values embody the spirit of GE at its best. They reflect the energy and spirit of a company that has the solid foundation to lead change as business evolves. And they articulate a code of behavior that guides us through that change with integrity.

    The words reflected here represent a revitalization of our values. They are a call to action that asks every GE employee to recommit to a common set of beliefs about how we work in our world today. And while some of these words are new in their expression, they are based on a continuum of how GE has grown and performed through generations.

    They are our words and our values... in our own voice.

  • Passionate
  • Curious
  • Resourceful
  • Accountable
  • Teamwork
  • Committed
  • Open
  • Energizing

    Always With Unyielding Integrity

    Definition of values according to General Mills

    We reinforce our values everyday through our people, our brands, our innovation and our performance:

  • Championship Brands ... building leading brands that our consumers trust around the world – making lives easier, healthier and more fun.
  • Championship People ... diverse, talented, committed people – constantly learning and growing and contributing to our communities.
  • Championship Innovation ... developing and implementing innovative ideas to build our brands and drive our business.
  • Championship Performance ... delivering outstanding performance for our investors, our customers, our consumers and ourselves.

    Definition of values according to Gillette

    Achievement: We are dedicated to the highest standards of achievement in all areas of our business. We strive to consistently exceed the expectations of both external and internal customers.

    Integrity: Mutual respect and ethical behavior are the basis for our relationships with colleagues, customers and the community. Fair practice is the hallmark of the Company.

    Collaboration: We work closely together as one global team to improve the way we do business every day. We communicate openly and establish clear accountability for making decisions, identifying issues and solutions, and maximizing business opportunities.

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    Definition of values according to Heinz

    Passion . . . to be passionate about winning and about our brands, products and people, thereby delivering superior value to our shareholders.

    Risk Tolerance . . . to create a culture where entrepreneurship and prudent risk taking are encouraged and rewarded.

    Excellence . . . to be the best in quality and in everything we do.

    Motivation . . . to celebrate success, recognizing and rewarding the achievements of individuals and teams.

    Innovation . . . to innovate in everything, from products to processes.

    Empowerment . . . to empower our talented people to take the initiative and to do what's right.

    Respect . . . to act with integrity and respect towards all.

    Definition of values according to Hershey Company

    In seeking to balance our desire for profitable growth with the obligations which we have to various other constituencies, we shall strive to:

  • Protect and enhance the corporation's high level of ethics and conduct.
  • Maintain a strong "people" orientation and demonstrate care for every employee.
  • Attract and hold customers and consumers with products and services of consistently superior quality and value.
  • Sustain a strong results orientation coupled with a prudent approach to business.

    Definition of values according to Hewlett Packard

    Customer loyalty: To provide products, services and solutions of the highest quality and deliver more value to our customers that earns their respect and loyalty. Underlying beliefs supporting this objective: Definition of values

    Our continued success is dependent on increasing the loyalty of our customers. Listening attentively to customers to truly understand their needs, then delivering solutions that translate into customer success is essential to earn customer loyalty. Competitive total cost of ownership, quality, inventiveness, and the way we do business drives customer loyalty.

    Profit: To achieve sufficient profit to finance our company growth, create value for our shareholders and provide the resources we need to achieve our other corporate objectives. Underlying beliefs supporting this objective:

    Profit is the responsibility of all. Balance of long-term and short-term objectives is key to profitability. Profit allows us to reinvest in new and emerging business opportunities. Profit is highly correlated to generating cash, which brings more flexibility to the business at a lower cost. Profit enables the achievement of our corporate objectives.

    Market leadership: To grow by continually providing useful and significant products, services and solutions to markets we already serve—and to expand into new areas that build on our technologies, competencies and customer interests. Underlying beliefs supporting this objective:

    There are more places we can contribute than we will be capable of contributing: We must focus. To be average in the marketplace is not good enough, we play to win. We must be No. 1 or No. 2 in our chosen fields.

    Growth: To view change in the market as an opportunity to grow; to use our profits and our ability to develop and produce innovative products, services and solutions that satisfy emerging customer needs. Underlying beliefs supporting this objective:

    Growth comes from taking smart risks, based on the state of the industry—that requires both a conviction in studying the trends, but also in inducing change in our industry. Our size (and diversity of businesses) gives us an ability to weather economic cycles and turn them to our favor.

    Employee commitment: To help HP employees share in the company's success that they make possible; to provide people with employment opportunities based on performance; to create with them a safe, exciting and inclusive work environment that values their diversity and recognizes individual contributions; and to help them gain a sense of satisfaction and accomplishment from their work. Underlying beliefs supporting this objective: Definition of values

    HP's performance starts with motivated employees; their loyalty is key. We trust our employees to do the right thing and to make a difference. Everyone has something to contribute: It's not about title, level or tenure. An exciting, stimulating work environment is critical to invention. A diverse workforce gives us a competitive advantage. Employees are responsible for lifelong learning.

    Leadership capability: To develop leaders at every level who are accountable for achieving business results and exemplifying our values. Underlying beliefs supporting this objective:

    Leaders inspire, foster collaboration and turn vision and strategies into action—with focused, clear goals. Effective leaders coach, relay good news and bad, and give feedback that works. Leaders demonstrate self-awareness and a willingness to accept feedback and continuously develop. Leaders speak with one voice and act to eliminate busy work.It is important to measure people on the results they achieve against goals they helped to create.

    Global citizenship: Good citizenship is good business. We live up to our responsibility to society by being an economic, intellectual and social asset to each country and community in which we do business. Underlying beliefs supporting this objective: Definition of values

    The highest standards of honesty and integrity are critical to developing customer and stakeholder loyalty. The betterment of our society is not a job to be left to a few; it is the responsibility to be shared by all. This objective is essential to delivering on the brand promise.

    Definition of values according to Kellogg Company

    We Act With Integrity And Show Respect:

  • Demonstrate a commitment to integrity and ethics
  • Show respect for and value all individuals for their diverse backgrounds, experience, styles, approaches and ideas
  • Speak positively and supportively about team members when apart
  • Listen to others for understanding
  • Assume positive intent

    We Are All Accountable:

  • Accept personal accountability for our own actions and results
  • Focus on finding solutions and achieving results, rather than making excuses or placing blame
  • Actively engage in discussions and support decisions once they are made
  • Involve others in decisions and plans that affect them
  • Keep promises and commitments made to others
  • Personally commit to the success and well being of teammates
  • Improve safety and health for employees, and embrace the belief that all injuries are preventable

    We Are Passionate About Our Business, Our Brands And Our Food:

  • Show pride in our brands and heritage
  • Promote a positive, energizing, optimistic and fun environment
  • Serve our customers and delight our consumers through the quality of our products and services
  • Promote and implement creative and innovative ideas and solutions
  • Aggressively promote and protect our reputation

    We Have The Humility And Hunger To Learn:

  • Display openness and curiosity to learn from anyone, anywhere
  • Solicit and provide honest feedback without regard to position
  • Personally commit to continuous improvement and are willing to change
  • Admit our mistakes and learn from them
  • Never underestimate our competition

    We Strive For Simplicity:

  • Stop processes, procedures and activities that slow us down or do not add value
  • Work across organizational boundaries/levels and break down internal barriers
  • Deal with people and issues directly and avoid hidden agendas
  • Prize results over form

    We Love Success:

  • Achieve results and celebrate when we do
  • Help people to be their best by providing coaching and feedback
  • Work with others as a team to accomplish results and win
  • Have a “can-do” attitude and drive to get the job done
  • Make people feel valued and appreciated
  • Make the tough calls

    Definition of values according to Ken Blanchard Companies

  • Ethical Behavior
  • Relationships
  • Success
  • Learning

    Definition of values according to Kraft Foods

    Our Values...

  • Innovation – Satisfying real-life needs with unique ideas
  • Quality – Fulfilling a promise to deliver the best
  • Safety – Ensuring high standards in everything we make
  • Respect – Caring for people, communities and the environment
  • Integrity – Doing the right thing
  • Openness – Listening to the ideas of others and encouraging an open dialogue

    These six values are what we stand for, the standard of conduct we hold ourselves to and our commitment to the people who work with us, invest in us, and purchase our products. They plainly communicate what the world can expect of Kraft and what we must expect of ourselves.

    Definition of values according to Lexmark

    For some companies, mission statements are reserved for annual reports, but Lexmark has infused its culture with the aspirational principles that guide our business operations. Our Vision Statement and Values were drafted by employees, embraced by the board of directors, and promulgated by senior management. They are prominently posted in Lexmark offices around the globe so that employees, customers and partners are reminded daily of Lexmark's operating philosophy.

    The values below are the fundamental beliefs every Lexmark employee should follow. They are the foundation of our vision. We, as Lexmark employees, will try to always act in a manner consistent with these values, and will be open to give and receive advice to make our behavior consistent with them.

    Customer Commitment: Customers are key - they should be the focus of everything we do. All our work should be carried out with them in mind, whether they are internal or external customers. Customer satisfaction is the top priority of every employee and the purpose of every job. Cost-effective, ongoing achievement of customer satisfaction is the foundation of our business.

    Employee Satisfaction: Our people are our future. We must strive to attain maximum employee contribution by valuing our individual differences, helping employees to fully utilize their talents and be their best, and fulfilling employee needs wherever possible.

    Corporate Wealth: We have accepted a responsibility to be effective stewards of all our shareholders' resources. Through our performance, everyone will be properly rewarded for their investment in Lexmark.

    Corporate Citizenship: We are responsible to the communities in which we live and work, the environment, and to the world community as well.

    Mutual Respect: Mutual respect is the recognition of the equal worth of each individual, with full utilization of our diverse backgrounds, interests and strengths. Actions we take on behalf of Lexmark must maintain the dignity of the individual. Likewise, every employee has the responsibility to contribute to and protect Lexmark's assets, including its image and financial returns.

    Integrity: Integrity means being honest, being fair, standing up for what you believe, and doing what you say you will do.

    Long-term Perspective: A long-term perspective is important to our success. As a daily priority, we will make decisions to invest long term while managing short-term demands.

    Excellence: Excellence is the performance of every task in a superior manner. We take pride in doing this through accepting ownership, exceeding customer expectations and striving for continuous improvement in everything we do - including our thinking, our daily work, and every product and service.

    Definition of values according to Merck

    1. Our business is preserving and improving human life. All of our actions must be measured by our success in achieving this goal. We value, above all, our ability to serve everyone who can benefit from the appropriate use of our products and services, thereby providing lasting consumer satisfaction.

    2. We are committed to the highest standards of ethics and integrity. We are responsible to our customers, to Merck employees and their families, to the environments we inhabit, and to the societies we serve worldwide. In discharging our responsibilities, we do not take professional or ethical shortcuts. Our interactions with all segments of society must reflect the high standards we profess.

    3. We are dedicated to the highest level of scientific excellence and commit our research to improving human and animal health and the quality of life. We strive to identify the most critical needs of consumers and customers, and we devote our resources to meeting those needs.

    4. We expect profits, but only from work that satisfies customer needs and benefits humanity. Our ability to meet our responsibilities depends on maintaining a financial position that invites investment in leading-edge research and that makes possible effective delivery of research results.

    5. We recognize that the ability to excel -- to most competitively meet society's and customers' needs -- depends on the integrity, knowledge, imagination, skill, diversity and teamwork of our employees, and we value these qualities most highly. To this end, we strive to create an environment of mutual respect, encouragement and teamwork -- an environment that rewards commitment and performance and is responsive to the needs of our employees and their families.

    Definition of values according to Microsoft

    Broad Customer Connection: Connecting with customers, understanding their needs and how they use technology, and providing value through information and support to help them realize their potential.

    A Global, Inclusive Approach: Thinking and acting globally, enabling a diverse workforce that generates innovative decision-making for a broad spectrum of customers and partners, innovating to lower the costs of technology, and showing leadership in supporting the communities in which we work and live.

    Excellence: In everything we do.

    Trustworthy Computing: Deepening customer trust through the quality of our products and services, our responsiveness and accountability, and our predictability in everything we do.

    Great People with Great Values: Delivering on our mission requires great people who are bright, creative, and energetic, and who share the following values:

    Integrity and honesty: Passion for customers, partners, and technology. Open and respectful with others and dedicated to making them better. Willingness to take on big challenges and see them through. Self-critical, questioning, and committed to personal excellence and self-improvement. Accountable for commitments, results, and quality to customers, shareholders, partners, and employees.

    Innovative and Responsible Platform Leadership: Expanding platform innovation, benefits, and opportunities for customers and partners; openness in discussing our future directions; getting feedback; and working with others to ensure that their products and our platforms work well together.

    Enabling People to Do New Things: Broadening choices for customers by identifying new areas of business; incubating new products; integrating new customer scenarios into existing businesses; exploring acquisitions of key talent and experience; and integrating more deeply with new and existing partners.

    At Microsoft, we're committed to our mission of helping our customers scale new heights and achieve goals they never thought possible.

    Definition of values according to Nestle USA

    People: People from all diverse backgrounds are our most important asset and the source of our competitive advantage. We operate in teams where we expect and reward responsible risk taking.

    Quality: We are dedicated to continuous improvement in the food safety and quality of every product we make and in every activity we perform.

    Brands: Our strong brands ensure the continuity of our growth and profitability. Their support is every associate's responsibility.

    Consumers: Our reason for being is to understand, anticipate and best fulfill our consumers' needs.

    Customers: We appreciate and support the critical role our customers play in getting our brands to the consumer while working closely together to achieve mutual value.

    Performance: Exceed total Company High Performance Targets (HPT's) for RIG, Organic Growth and EBITA.

    Definition of values according to Office Depot

    Respect For The Individual

    We value diversity across the Company.

    We praise publicly and provide constructive feedback privately.

    We listen; we understand and we are responsive to each other.

    We treat every employee, customer and supplier with honesty, dignity and respect.

    We provide a safe environment to work and shop.

    We are committed to the principles of good corporate citizenship, positive social impact and environmental sustainability.

    Fanatical Customer Service

    We impress our customers (internal and external) so much that they want to buy again.

    We give higher priority to people than to tasks.

    We do it right the first time but "wow" our customers on recovery when we miss.

    Excellence in Execution

    We are committed to grow Shareholder value.

    We consistently involve employees at all levels toward the relentless improvement of our business.

    We hold ourselves and our teammates accountable for results.

    We strive for perfect execution every day.

    We reward innovation and intelligent risk taking.

    We celebrate the wins.

    Definition of values according to Oracle

    Simplify: Speed information delivery with integrated systems and a single database.

    Standardize: Reduce cost and maintenance cycles with open, easily available components.

    Automate: Improve operational efficiency with technology and best practices.

    Definition of values according to Pfizer

    To achieve our Purpose and Mission, we affirm our values of Integrity, Respect for People, Customer Focus, Community, Innovation, Teamwork, Performance, Leadership, and Quality.

    Definition of values according to Proctor & Gamble

    We attract and recruit the finest people in the world. We build our organization from within, promoting and rewarding people without regard to any difference unrelated to performance. We act on the conviction that the men and women of Procter & Gamble will always be our most important asset.


  • We are all leaders in our area of responsibility, with a deep commitment to deliver leadership results.
  • We have a clear vision of where we are going.
  • We focus our resources to achieve leadership objectives and strategies.
  • We develop the capability to deliver our strategies and eliminate organizational barriers.


  • We accept personal accountability to meet our business needs, improve our systems, and help others improve their effectiveness.
  • We all act like owners, treating the Company's assets as our own and behaving with the Company's long-term success in mind.


  • We always try to do the right thing.
  • We are honest and straightforward with each other.
  • We operate within the letter and spirit of the law.
  • We uphold the values and principles of P&G; in every action and decision.
  • We are data-based and intellectually honest in advocating proposals, including recognizing risks.

    Passion for Winning:

  • We are determined to be the best at doing what matters most.
  • We have a healthy dissatisfaction with the status quo.
  • We have a compelling desire to improve and to win in the marketplace.


  • We respect our P&G; colleagues, customers, and consumers, and treat them as we want to be treated.
  • We have confidence in each other's capabilities and intentions.
  • We believe that people work best when there is a foundation of trust.

    Definition of values according to Ritz-Carlton

    The Employee Promise:

    At The Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service commitment to our guests.

    By applying the principles of trust, honesty, respect, integrity and commitment, we nurture and maximize talent to the benefit of each individual and the company.

    The Ritz-Carlton fosters a work environment where diversity is valued, quality of life is enhanced, individual aspirations are fulfilled, and The Ritz-Carlton mystique is strengthened.

    Definition of values according to Sears

    We must …

  • earn our customers' trust and business every day;
  • act with integrity in everything we do;
  • treat everyone fairly and value diversity;
  • be accountable for our actions; and
  • win as a team.

    Definition of values according to Smith International

    Committing ourselves to integrity, we will:

  • Earn the respect, confidence and loyalty of OUR CUSTOMERS by serving them so well that they profit from their association with us.
  • Provide OUR PEOPLE the highest degree of challenge and opportunity so they can realize their ambitions in terms of career, rewards and family security.
  • Fulfill our obligations to OUR INVESTORS to such an extent that they are both proud and eager to share in our enterprise. Be fair to OUR SUPPLIERS and encourage their contributions to our success.
  • Not malign OUR COMPETITORS and gain their respect through our ethical practices. Be good citizens of OUR COMMUNITIES and OUR COUNTRIES.

    Definition of values according to Starbucks

    Provide a great work environment and treat each other with respect and dignity.

    Embrace diversity as an essential component in the way we do business.

    Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.

    Develop enthusiastically satisfied customers all of the time.

    Contribute positively to our communities and our environment.

    Recognize that profitability is essential to our future success.

    Definition of values according to Sunoco

    Profitable Growth: Seeking sustainable, profitable growth by encouraging relentless pursuit of our vision, simplicity of style, speed of action, innovation and leadership in all of our chosen business activities.

    Positive Change: Embracing and capitalizing on change, recognizing that every employee must be empowered to stimulate continuous improvement in all aspects of our business.Enthusiastic Customers Enhancing our reputation as a company that customers can rely on to deliver products so excellent in their quality, and service so outstanding in its responsiveness, that Sunoco will always be recognized for leadership in the marketplace.

    Involved Employees: Striving for a workplace where opportunity, openness, enthusiasm, diversity, teamwork, accountability and a sense of purpose combine to provide a rewarding professional experience that promotes fairness, dignity and respect for all employees.

    Confident Shareholders: Managing all parts of our business in a manner that builds value into the investment of all shareholders, confirming their confidence in participating in the ownership of this company.

    Responsible Citizenship: Conducting our business with the highest standards of ethics, adherence to the law, and "doing what's right" -- thereby continuing Sunoco's legacy of encouraging a healthy and safe workplace, responsible government, a highly competitive free enterprise system, environmental excellence and community enrichment.

    Definition of values according to Time Warner

    Creativity: We thrive on innovation and originality encouraging risk-taking and divergent voices.

    Customer Focus: We value our customers putting their needs and interests at the center of everything we do.

    Agility: We move quickly embracing change and seizing new opportunities.

    Teamwork: We treat one another with respect--creating value by working together within and across our businesses.

    Integrity: We rigorously uphold editorial independence and artistic expression earning the trust of our readers, viewers, listeners, members and subscribers.

    Diversity: We attract and develop the world's best talent seeking to include the broadest range of people and perspectives.

    Responsibility: We work to improve our communities taking pride in serving the public interest as well as the interests of our shareholders.

    Definition of values according to Tyco

    Governance: Adhere to the highest standards of corporate governance by establishing processes and practices that promote and ensure integrity, compliance, and accountability.

    Customers: Fully understand and exceed our customers' needs, wants and preferences and provide greater value to our customers than our competition.

    People: Attract and retain, at every level of the company, people who represent the highest standards of excellence and integrity.

    Operating Excellence: Implement initiatives across our business segments to achieve best-in-class operating practices and leverage company-wide opportunities, utilizing six sigma measurements.

    Financial Results/Liquidity: Consistently achieve outstanding performance in revenues, earnings, cash flow and all other key financial metrics. Establish a capital structure that meets both long- and short-term needs.

    Definition of values according to Walgreens

    We believe in the goods we merchandise, in ourselves and in our ability to render satisfaction.

    We believe that honest goods can be sold to honest people by honest methods.

    We believe in working, not waiting; in laughing, not weeping; in boosting, not knocking; and in the pleasure of selling our products.

    We believe that we can get what we go after, and that we are not down and out until we have lost faith in ourselves.

    We believe in today and the work we are doing, in tomorrow and the work we hope to do, and in the sure reward the future holds.

    Definition of values according to Xerox

    We succeed through satisfied customers.

    We deliver quality and excellence in all we do.

    We require premium return on assets.

    We use technology to develop market leadership.

    We value our employees.

    We behave responsibly as a corporate citizen.

    Definition of values according to Yahoo

    Excellence: We are committed to winning with integrity. We know leadership is hard won and should never be taken for granted. We aspire to flawless execution and don't take shortcuts on quality. We seek the best talent and promote its development. We are flexible and learn from our mistakes.

    Innovation: We thrive on creativity and ingenuity. We seek the innovations and ideas that can change the world. We anticipate market trends and move quickly to embrace them. We are not afraid to take informed, responsible risk.

    Customer Fixation: We respect our customers above all else and never forget that they come to us by choice. We share a personal responsibility to maintain our customers' loyalty and trust. We listen and respond to our customers and seek to exceed their expectations.

    Teamwork: We treat one another with respect and communicate openly. We foster collaboration while maintaining individual accountability. We encourage the best ideas to surface from anywhere within the organization. We appreciate the value of multiple perspectives and diverse expertise.

    Community: We share an infectious sense of mission to make an impact on society and empower consumers in ways never before possible. We are committed to serving both the Internet community and our own communities.

    Fun: We believe humor is essential to success. We applaud irreverence and don't take ourselves too seriously. We celebrate achievement. We yodel.

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    –––~~~••• O •••~~~–––

    The definition of values is as diverse as there are companies on the landscape. It is our hope that this rainbow of definition of values will help you in your understanding of the core values’ value.

    The definition of values is a useless exercise if you don’t actualize them – if you don’t make the effort to breathe them, embody them, and live them to their full capacity.

    Most companies have done the definition of values exercise, but unfortunately most of them have stopped there – they have stopped at the very beginning of this journey.

    If you wish to continue looking at the wide corporate variety on this arena, you might also be interested in taking a look at both a sample mission statements and a sample vision statements.

    –––~~~••• O •••~~~–––

    To keep on learning about the skills you need to lead the performance of your entire organization, go back to the previous page, or click here and continue reading in a sequential order.

    To learn more about the skills you need to manage the performance of your direct reports, go to our Management Skills page.

    If you would like your managers to improve their understanding about the direct line between your organization’s definition of values and the bottom line through our speaking or consulting services, please click on this link.

    Good Leadership Skills

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